For many of the converters L&NW has profiled over the years, beer, wine and spirits labeling has emerged as one of the leading end-use segments. Suppliers have worked diligently to engineer materials that help brands stand out on the most competitive shelf spaces.

According to Avery Dennison, there are a host of trends impacting this crowded space. The demand for premiumization is high among brands, leading converters to rely upon unique facestocks that help them stand out on the shelf. Plus, thicker, more textured facestocks have also become popular. More engagement with the brand through intelligent and interactive labels will continue to trend in the future, too.

Sustainability has emerged as a trend throughout all end-use markets, as brands and consumers continually make their preferences known. Sustainable materials made with recycled and renewable materials are frequently being requested for beer, wine, and spirits brands.

“Sustainable materials are continuing to become more popular,” notes Vanita Marzette, senior product manager, wine and spirits, Avery Dennison Label and Packaging Materials. “Consumers are demanding sustainability from the brands that they purchase from. There has been an increase in requests for materials that are FSC, contain recycled content or made from organic/renewable materials that are sourced in a responsible manner. Avery Dennison has met these needs with sustainable options that have 30% to 100% recycled content in addition to including material made from cotton, citrus, hemp, and barley.”

In addition to sustainability, the newest materials for this segment must stand up to a wide range of challenges. The biggest challenge in the beer, wine and spirits segment is the ability for the materials to withstand the ice bucket test. “We offer a range of adhesives that are formulated to work well in ice bucket, heavy condensation environments,” says Marzette. “Our technical resources put our adhesives through a range of testing before they launch to ensure ice bucket performance and that our materials contain wet-strength which strengthens paper in wet environments.”

Avery Dennison offers a wide variety of coated and uncoated materials featuring wet-strength protection. There are several portfolios that highlight this technology. Avery Dennison has strengthened its sustainability portfolio with new materials that include the addition of 30% PCW Estate 8, Estate 17 Martele, and Bright White Felt. This means the portfolio now offers 13 facestocks with PCW content. Meanwhile, more than 95% of label materials in the portfolio now meet the Avery Dennison Sustainable ADvantage standards.   

The Sensorial collection features new Brushtroke, Veil, Houndstooth and Willow textured facestocks with 30% PCW content. According to Marzette, the Sensorial Collection offers label surfaces that feature a soft touch, textured or patterned papers. The Luminous Collection, includes labels that glitter, sparkle and shine to stand out on the shelf.  Finally, the Black collection is highlighted by Laid Epic Black and Night Skye facestocks.

“Black really is the new black, helping a brand to deliver a message of premium, quality content,” remarks Marzette. “The Black Collection is a broad portfolio that reflects dependable quality to deliver outstanding shelf appeal. Converters will appreciate the fact that they no longer have to print twice to create a rich, even black label with no white edges and stable hot foiling.”

In addition to paper substrates, the use of film materials is seen more in the spirits and craft beer segments. Many brands utilize clear films to get the no-label look or conform to unique container shapes.

Avery Dennison has developed a wide range of stocks that can apply to numerous products throughout the beer, wine, and spirits markets. “Our materials cross both wine and spirits, as well as craft beer, because these areas are all following the trend toward premiumization and sustainability,” states Marzette. “We are also seeing more unique/textured facestocks that work across segments. The materials offer the added benefit of being able to stand up to ice buckets/condensation – typically wine.”